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Web Design for Today’s Short Attention Spans

  • Date: June 8, 2012
  • Author: eDentalImage
  • Comments: 0

In this day and age of readily available information & technology, your audience has developed the attention span of a goldfish. No seriously, the average time a site visitor spends evaluating the usefulness & interest of your website is only 6.4 seconds. This means you have approximately 6 seconds to give users what they want before they hit the back button & move on to a competitor’s site. Yikes!

What it means:

Luckily for you, web designers have found ways to combat this limited attention span problem. In order to garner web surfer interest, a website’s design should incorporate a few key elements:

1.     Quick Loading Time

People searching websites don’t want to wait for information. Studies have shown that 32% of internet users will abandon slow sites between one and five seconds into the loading process. A single second delay in page load time can result in 11% fewer page views16% decreased customer satisfaction and 7% lost conversions. By reducing the page size, loading speed will increase and greatly improve your site’s bounce rate.

2.     Readily Displayed Key Info

A great trick for creating web content is to begin with the end in mind. Decide what you want the reader to take from the page & include that key information up front. Have your contact information readily available and be sure to display your company’s specialties front and center. This way, visitors will be more inclined to read on rather than exit your site. The increase in your website conversion rate means one thing: more patients in your door!

   

3.     Intuitive Layout

The less clutter, the better. You want your site’s layout to support easy navigation. Here are examples of ways to support intuitive layouts:

  • Arrange content in sequential patterns, using bolded subheadings with descriptive key words
  • Single out key points by using lists, or bullet points, whenever possible.  This helps readers skim through content easily.
  • Avoid big blocks of text. Keep content short & simple. 

4.     Rich Media & Content Presentation

User attention can be maintained through the use of rich media. This could be a video, images, graphs, or any other unique visual forms. Also, presenting content that is considered new and unexpected is a great way to focus attention.   

5.     Easy to read

 Web designers suggest writing at an 8th grade reading level. This doesn’t necessarily mean dumb the content down, just keep it simple. Readability is also affected by combinations of font sizes and color schemes. For example, yellow text on a white background probably isn’t a good idea.

Once you have implemented these elements into your website, be sure to review your site’s analytics report. Most website analytics providers will track measures such as your bounce rates, average time people spend on your site & number of page visits. You can use this information to see how well your website is doing & improve the not-so-hot pages.

If you need help optimizing your practice’s website or would like more information about effective web design, contact eDentalImage for free consultative & expert advice!

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